Dive Brief:
- American Honda Motor Co. has created a product, sales and dealer communications division, the company said Friday.
- The division, which is part of Honda’s auto sales unit, consolidates public relations activities for Honda and Acura vehicles, dealer communications and events, sales training and the Interactive Network dealer communications portal.
- Honda’s new division will also support the forthcoming launch of Honda’s first fully electric SUV models in the U.S.
Dive Insight:
The new communications division will help prepare its U.S. dealers to better serve customers as Honda prepares to launch new electric vehicles, including the Prologue and Acura ZDX SUVs and high-performance ZDX Type S, the company said.
“As we continue to transform our brands and our business for the electrified and digital future, we’re building a strong, integrated communications team to deploy product and business information to our customers and dealers,” said Mamadou Diallo, senior vice president of auto sales for American Honda Motor Co, in a press release.
The Prologue, ZDX and ZDX Type S will arrive at Honda and Acura dealers in the U.S. in 2024. The Acura ZDX models are expected to be priced between $60,000 and $70,000 and will offer estimated driving ranges of 325 miles.
The ZDX SUVs will also be the first Acura vehicles to offer Google built-in. The EVs will feature an enhanced version of Google Maps tailored for EV drivers. It includes optimized route plans for recharging, charging station locator and estimated charging times.
Although Honda has yet to announce pricing for the Prologue, it’s expected to cost from $40,000 to $50,000, according to TrueCar. It’s being built in collaboration with General Motors and will use the automaker’s Ultium EV platform and batteries.
With the new EVs rolling out in the coming year, Honda tapped veteran employee Jessica Fini to lead its new division.
Fini joined Honda in 2003 and served in several key PR roles over the years. She was promoted to senior manager of public relations for the Honda and Acura brands in 2021. In April 2023, she was appointed assistant VP of product, sales and dealer communications within Honda’s auto sales unit.
Honda also named Andrew Quillin department head of American Honda Public Relations. Quillin joined Honda in 2015 and previously served as group lead of Acura PR, overseeing strategy and product launch activities for Honda’s luxury division.
Matt Burnam is taking over Quilinn’s previous role as group lead of Acura PR, where he will oversee strategy and product launches. Previously, Burman supported communications related to automotive design and new technology.
The formation of Honda’s new PR division comes as the company posts strong sales year-to-date. Honda sold 111,944 vehicles last month in the U.S. across its brands, a 56.7% jump from August 2022. The automaker sold 855,238 vehicles in the U.S. as of Aug. 31, a 31.8% year-over-year increase.
